If you hire an event photographer, you can count on receiving photos of your event. But will those photos be the right ones? Will they include all the people you want? Will they work for your social media, website or newsletter? Will they match your brand’s visual identity? Will they be focused on what really matters for your company or organization? 

Photographers are adaptable, but they can’t read your mind – and they’ll deliver better photos if they don’t have to. To get exactly what you want, a little communication and prep work go a long way. 

As Carlton PR & Marketing’s in-house photographer, I do event photography for our events and client events across New England, most often in Massachusetts and Connecticut. Here are my top tips for event managers and anyone else looking to hire a photographer for their organization’s event. 

How to communicate with an event photographer 

To get what you want, you’ve got to ask for it. But first, you need to know what you want. 

Start with logistics. Your event photographer should know: 

• When to arrive at the event and when to leave, considering when you need photography coverage to start and providing buffer time for setup 

• Transit/parking details and instructions for how to get into the venue 

• The event agenda or run of show

Make sure you have a way to communicate with your photographer on the day of the event. How you communicate will depend on your and the photographer’s preferences, but it’s best to exchange phone numbers so you have an instantaneous way to reach each other. Things change quickly, and people don’t always check their email when they’re on the road! 

You will also need to give your photographer some guidance about the images themselves. This can include: 

• Your brand guide 

• General guidance about your needs (e.g. “we mostly want candid shots” or “diversity is important to us, so please capture a wide variety of demographics”) 

• The services you’re looking for – still images, video or coordinated live social coverage with a social media professional 

• Technical needs (image size, captions in a specific style or other metadata) 

• Composition needs (e.g. mostly vertical, mostly horizontal, square crops or photos with negative space on one side for copy) 

• A shot list 

Creating a shot list 

A shot list is just what it sounds like: a list of the must-have pictures from your event. A shot list is the most important document you can give an event photographer! 

To make a shot list, start by thinking about how your organization is going to use the photos. Will you put them out on social media or use them in an event recap on your website? Will they wind up in a flier, on a billboard or in your annual report? 

You may have specific requests – like “a picture of Amy shaking hands with the senator in front of the stand-and-repeat” or “close-ups of each piece of branded merch at our table” – but it’s also okay if your needs are more vague. 

Things to consider for your shot list: 

• Must-photograph people, preferably with links to their LinkedIn profiles or somewhere else the photographer can check a photo reference 

• The most important moments in your event plan, like the announcement of a contest winner, a keynote speech or a ribbon cutting 

• Other things you want to feature, like an event sponsor’s booth or logo 

Set up your venue for better event photography 

To get better images from your event photographer, you’ll want to think about lighting and event layout. You don’t need to be an expert, but there are a few simple things you can do to set your photographer up for success. 

• Make sure there’s ample light in key areas. Many venues, especially restaurants, can be quite dim, leading to grainy photos or ugly flash photography. If there’s a podium or stage, shine some light on it! Try to place your step-and-repeat under a light fixture or, if the event is during the day, across from a large window.  

• Reserve a spot for your photographer. Give your photographer access to prime viewing spots like a front-row seat with a clear view of your speakers, the press area or upstairs areas that overlook the main event floor. 

• Send them the event layout. The more information your photographer has about the venue and the setup, the more effectively they can plan. 

• Coordinate with security. Include your photographer on your list of staff members and make sure they have a staff badge, if needed. Check with the venue about its photography policy beforehand. Consider giving your photographer a branded piece of clothing or accessory to signal that they’re part of your event team.  

Getting your images and other event photography follow-up 

The event photography process doesn’t end when the event is over. To prepare, you’ll want to coordinate beforehand with your photographer about: 

• Photo editing. Do you expect documentary-style images that closely reflect the reality of your event, or are you looking for a more editorial look? You can see your photographer’s editing style in their portfolio, but it’s best to confirm how in-depth you expect the photographer to go on post-processing. 

• File management. There are dozens of ways to transfer (the sometimes HUGE) image files. Will you use a cloud platform like Google Drive, Dropbox or SharePoint? A file transfer service like WeTransfer or Smash? A photography-specific tool like Pixieset, SmugMug or Framebird? Ask your photographer what they use and share how your organization handles file storage. 

• Payment. If you have a standard procurement process you must follow, get your photographer onboard as soon as possible. They will be less interested in working with you again if you leave them waiting to get paid. Plus, many photographers include a net 30 on their invoices and charge late fees for payments that take longer than a month to arrive. Don’t forget to send a 1099-NEC at tax time if you pay a photographer more than $600 over the course of the fiscal year. 
• The contract. Be sure you read and understand your contract with the photographer. We highly recommend getting a lawyer involved in a contract review if you have any concerns.
• Credit. Be sure to work out in advance who the images legally belong to and what each of you are allowed to do with them (the license). Do you or the photographer own the copyright? Can the photographer use the images in their portfolio and social media? Are you required to credit the photographer whenever your post the image? 

Get the most out of your event photographer, and don’t forget your free shot list 

All this communication and preparation might seem excessive, but a good photographer will ask a lot of these questions anyway. Take the time to prepare! When you get those event photos that are just perfect for your website, social media, annual report or press release, it’ll all be worth it. 

Get started for your next event with this example shot list. 

And if you need a marketing and PR agency to promote your next event in Massachusetts, greater New England or anywhere in the U.S., connect with us.